key accomplishment for
Philadelphia-based HLG
Health Communications
in 2015 was the continuation of a successful
relationship with long-term client GE

Healthcare during the company’s transition from Princeton, N.J. to Massachusetts, according to management.

“The transition of GE Healthcare’s
headquarters not only changed their location, but brought with it a number of
new individuals to build relationships
with,” says Jami Stover, VP, group account director. “Because of our history
with the company and our extensive
knowledge of their business and their
brands, we were able to maintain a positive agency-client relationship during a
time of transition for both companies.”

In fact, HLG worked extensively with
GE Healthcare on a number of new initiatives for a variety of brands, including a new creative campaign roll-out
for its ultrasound contrast agent
Opti-son (Perflutren Protein-Type A Micro-spheres Injectable Suspension, USP),
as well as revamped message platforms
and creative materials for its imaging
agent DaTscan (Ioflupane I 123 Injection), contrast agents Visipaque
(Iodixanol) and Omnipaque (
Iohex-ol), and the GE Healthcare network of
radiopharmacies.

HLG Health Communications alsocontinued its long-term collaborationwith Pennsylvania-based wound carecompany Alliqua BioMedical. Much ofthe work in 2015 focused on the launch-es of exciting new products upcomingin 2016. “Alliqua BioMedical is continu-ously expanding its product portfolio inthe advanced wound care space,” saysHLG President David Winigrad. “2016is shaping up to be a successful year forboth companies as together we intro-duce innovative products to the woundcare market.”Throughout 2015, HLG Health Com-munications added new client relation-ships to its roster, working with the Alz-heimer’s Association research divisionon a variety of projects to communicatetheir mission; as well as helping molec-ular diagnostics company InterpaceDiagnostics launch a new corporatewebsite to further build company andbrand awareness in the molecular diag-nostics market.

HLG’s spinoff company, Centric In-fographics – a collaboration of DavidWinigrad and two colleagues, MaureenWinigrad and John Griffith – was alsoactive in 2015. The key accomplishmentof the year was the development of anew patient-focused infographic withthe Epilepsy Foundation titled “Dareto Say SUDEP: SUDEP is Sudden Un-expected Death in Epilepsy.” The info-graphic’s educational content includesimportant facts about SUDEP as well asrisk factors, how to avoid sudden deathin epilepsy, and questions to ask yourdoctor.

“This infographic is a simple yet compelling way to communicate a critical
message to the community about Sudden Unexpected Death in Epilepsy,”
says Maureen Winigrad. The “Dare
to Say SUDEP” infographic was a follow-up to an earlier infographic with the
Epilepsy Foundation called “Managing
Epilepsy & Seizures: Facts to Help Keep
You Safe.” This infographic maintained
the number one Google ranking for the
search term “managing epilepsy” and
had more than 375,000 Facebook views
in less than a year.

Biologix Communications & Research, a division of HLG, continues to
provide additional value to the agency’s
clients with its professional and consumer market research offering. According to agency leaders, Biologix provides
customized in-house
market research projects, including analyses
for market assessment,
brand positioning,
messaging and campaign development,
and more.

“We are able to pro-vide an efficient andcost-effective marketresearch option forour clients through Bi-ologix,” Stover says.“We can conduct everystep of the process, suchas recruitment and dis-cussion guide develop-ment, as well as providea variety of formats tomeet different clientobjectives and budgets.We do online surveys,teleconference inter-views, focus groups, orcan do a combinationof all three.”As a case in point, Bi-ologix played a key rolein assisting HLG clientAlliqua BioMedical ingaining market insights regarding thenaming, logo development, messaging,and creative campaigns for two upcom-ing launches in 2016.

“Having the ability to offer a market
research option for our clients really
streamlines the process and enables
them to get the final product to the
market sooner,” according to David
Winigrad.

Looking forward to 2016, HLG Health
Communications hired Brian Zandman
as the new creative director of art. Zandman brings about 20 years in creative
design and over a decade of pharmaceutical experience to HLG. Executives
say he has worked across a wide range
of therapeutic areas including oncology, rheumatology, diabetes, women’s
health, cardiovascular, hematology,
and devices.

As part of 2016 initiatives, Zandman
and the entire HLG team say they are
excited to share their refreshed uncomplicated approach to healthcare
marketing with current clients and new
prospects.

“Healthcare marketing in itself is already a complex and highly regulated
area,” says David Winigrad. “We strive
to offer our clients an uncomplicated
approach that is expressed in every facet
of what we do, whether it be processes,
our staffing, client relationships, even
strategic and creative development. Our
goal is to make the life of a healthcare
marketer as uncomplicated as possible
so that they can do the same for their
target customers.” medadnews